Sony Music has appointed marketing veteran Will Speer to lead its newly-launched children’s and family entertainment record label Magic Star.
As head of the new label, Speer will help sign, develop and market artists and branded projects geared specifically toward the family market, as well as striking up partnerships with key brands in the sector.
Speer previously oversaw international marketing at NBCUniversal, masterminding global campaigns for Trolls, Kung Fu Panda and How to Train Your Dragon.
Before this Speer honed his marketing chops with Mattel where he served as EMEA marketing director for pre-school favourites Thomas & Friends, Fireman Sam and Bob the Builder.
On his appointment, Speer said: “Sony Music has identified a huge opportunity within the family entertainment market to create fresh new audio and audio-visual content and also have access to a wide repertoire of signed artists who already have huge family appeal.
"The scope is endless, and I am very much looking forward to bringing my experience in kids’ media to such an entertainment powerhouse like Sony Music.”
Sony has previously sought to unify its brands by inviting musicians to author stories around its tech products.